Launch video length, format and specs for X

Length is the question we get most. The honest answer: as short as your one line allows. Here is how we think about it, and what to check before you export.

Length: what the gallery shows

The AI launch videos in our gallery range from 17 seconds (Sora) to over 25 minutes (the rabbit r1 keynote). Most of the strong product launches sit between about 40 seconds and 2 minutes:

• bolt.new: 43 seconds, prompt to running app.
• GPT-4o: 1 minute 22 seconds, one live conversation.
• Devin: 1 minute 49 seconds, the agent working in its own workspace.

Rule of thumb for an AI product launch:

• Under 15 seconds: a hook clip or an ad variant, not the hero video.
• 30 to 90 seconds: the hero cut for most products.
• Around 2 minutes: fine when every scene shows something new.
• Long form: only when the event itself is the news, like a keynote.

Format: what to export

X shows landscape, square and vertical video. For a launch post, 16:9 landscape is still the safe default for product footage, because screen recordings are landscape and text stays readable. Make a vertical or square cut for ads and for clips you want to travel to other platforms.

Practical specs to check

X changes its limits from time to time, so check the current media specs in X’s help center before your final export. The things worth confirming:

• Maximum length for the account that will post. Standard accounts have a shorter limit than paid ones.
• Maximum file size for upload.
• Frame rate and resolution. 1080p at 30 fps is a safe target for product footage.
• Captions. Burn them in. Feeds autoplay muted, and burned in captions look the same everywhere.

The first frame is part of the spec

Whatever you export, check the first frame at phone size. If it is a logo or a black frame, change it. That frame is what most of the feed will see.

Need the hero cut and the cutdowns made for you? Send us your brief and tell us your launch date.